Learning Empathy in B2B Writing

If we’re all in agreement about empathy in B2B writing, then how come buyers aren’t falling over themselves to act on our content?

The scenic route from sales to product marketing

Messaging

October 10, 2019

Take scenic route: the path from sales to product marketing

It’s happened half a dozen times in my dozen-plus years of PMM: someone transitions jobs from Sales to product marketing.

by L.N.

Go to Market

July 9, 2019

Why a great Go-to-Market is better than a great product

A mediocre product with a great go-to-market foundation will always do better than a great product without one. More people read Quora than read this blog, I recently...

by L.N.

Messaging

February 14, 2019

Hey, Romeo! Bad-fit customers will be the death of you.

A marketer’s interpretation of the classic bad-fit customer tale. Hey, Romeo. Ben here. Listen. I’ve signed us up to scope out this conference later tonight. My buddy Pete...

by L.N.

Messaging

November 10, 2018

Great product, high churn rates? It’s your go-to-market messaging

Don’t throw more even more features into your enterprise SaaS. Preventing high churn rates is something you can do in go-to-market messaging — even before the first purchase.

by L.N.

The skills needed to become a b2b writer

B2B Writing

October 22, 2018

How to become a B2B writer, from someone who didn’t start out as one either

TL;DR: an English (or other) degree alone won’t prepare you to become a B2B writer. But gaining the right skills and experience will.

by L.N.

Sales Enablement

August 8, 2018

Sales Enablement Conferences: Which one is right for you?

August might be slow season in some industries. But lately, it’s the time of year when my inbox overflows with invitations to sales enablement conferences.

by L.N.

B2B Writing

July 16, 2018

B2B case studies: word of mouth marketing

Year after year, B2B executives and buyers are surveyed about the techniques most effective in influencing their purchases.

by L.N.

Positioning

June 1, 2018

Competitive positioning refresh using SWOT

Has it been a while since you’ve tuned your competitive positioning relative to others in your market? Time to prime the competitive tool of choice—a SWOT analysis.

by L.N.

Customer Conversations

May 15, 2018

B2B customer conversations: don’t leave them to chance

B2B customer conversations should be given documentary-level importance, but too often, marketers spend valuable interview time being stenographers instead.

by L.N.

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